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This heading crawled into your brain and took control.
- Mar 31
- 3 min read
Not because it was loud, or clever, or dramatic. But because it reached you at the exact moment your attention was looking for something to hold onto.
Lots of headings don’t work that hard.
When I carry out website copywriting audits for clients, I often find headlines that are wasting an opportunity to say what they mean. Instead, they’ve been used as a basic label: About us or Our services - these tell the reader nothing new.
I’m sure you’ve been there yourself. You open a website, scan down the headings, and wait for one of them to give you a reason to stay. And if nothing catches, you leave – not because there was no value there, but because the pathway wasn’t clear.
Headings carry more responsibility than any other line on your page.
Headings are the first thing the eye lands on, the first thing the brain processes, and often the only thing a reader remembers.
Your reader’s attention is limited, and it’s constantly being pulled in competing directions. A strong heading frames your idea and sets expectations, telling your reader THIS MATTERS.
It says I’ve done the work of shaping this for you. I won’t make you fight to find meaning.
So, what makes a strong heading?
Use your headings as strategic assets, not decorative elements. They should be the clearest, loudest expression of what you want your reader to understand.
Here are the things I keep in mind when I’m writing section and page headings:
1. Make your heading a full sentence
A full sentence gives the reader something to grip onto and has enough space to hold a clear, rounded idea all on its own. We’re used to getting information in full thoughts, so a sentence feels intentional and easy to process.
Compare:
Our services
with
Specialist solutions for your building project.
2. Say something with a point of view
A headline should express something only you would say – a chance to make a strong first impression. It can help your reader immediately understand what you’re about and why your perspective matters. Share an impactful message that sticks.
Instead of:
About us
try
I’m rewriting the rules of what a design studio should be.
3. Prioritise clarity over cleverness
Clever lines can be fun, but only when the meaning is instantly obvious. A heading isn’t the place for wordplay that slows the reader down. Clarity removes friction and helps the reader move forward with confidence. If they have to stop and decode the line, the heading hasn’t done its job.
(I have to add that intrigue can have it’s place in good writing too – but like any clever trick, should be used sparingly! Mystery without meaning creates confusion)
4. Use the headline as a promise of what follows
A good headline prepares the reader for the idea beneath it. It tells the reader what they’ll gain from the next few lines and why it’s worth their attention. More than summarising the content, it leads into it and promises this is what you’ll understand if you read this section.
Don’t stop at:
Our process
When it could be
A simple, collaborative process that keeps you involved at every stage
5. Build clean, strong sentence structure
Headings work best when the structure is simple and the idea is easy to grasp at a glance.
The most effective headlines are structurally simple:
An active verb
A clear subject
A direct point
Active verbs (like choose, learn, improve, shift, build) naturally pull the sentence forward and make the line feel purposeful because they point to an action your reader might take next.
6. Consider adding a keyword - but only if it earns its place
Keywords can help people find your page, but they shouldn’t take over the sentence. If a keyword fits naturally and still sounds like something you would say, keep it. If it feels wedged in, it’ll make your headline clunky.
Write for the reader first - search engines can follow.
A practical way to improve your headings
If you’re not sure where to focus first, here’s some simple steps to start.
List every heading on your website on one sheet.
Ask yourself what each one communicates on its own.
Rewrite any heading that labels rather than leads.
Check whether the headings alone tell a coherent story.
Edit again for clarity, purpose and personality.
Your headlines should act as the short, sharp version of your message. If someone reads nothing else, they should still understand who you are, what you offer and why it matters.
Are you curious how your own headings are shaping (or limiting) your message?
My strategic communication audits can show you what’s working and what’s being missed.
